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Five Important Components of Marketing a Small Business

  • Jim Thomas
  • Oct 23, 2014


Marketing is essential for any industry and every business. Even a master chef must learn proper social and PR skills to retain clients and get the word out about his abnormally delicious food.

There are numerous marketing tactics that business owners use to generate more leads, have a memorable presence, inform potential customers, build relations and so on. The following five marketing components are especially significant for your small business in 2015.

Establishing a Brand Identity

It is 100% necessary to establish a brand identity for your firm. Branding begins with creating a name and designing a logo that will withstand through paradigm shifts in the market. Creating branding standards that set you apart from competitors and relate to your target audience is a simple technique to get people interested.

Branding sets the tone for how people will interpret, think and feel about your business. The corporate brand should be consistent across all platforms to be considered useful and effective.


Print and Marketing Materials

Having powerful and well-designed print marketing materials contributes to the credibility of your business. Appealing print materials that entice audience members are essential in the success of any small business.

Print materials provide opportunities to increase and solidify brand recognition, assuming that the branding standards are incorporated onto these materials. Unique and high-quality business cards, brochures, postcards, letterheads, and stationery items are good investments for active print marketing.


Social Media Presence

Developing a strong social media presence is a free and easy way to get the word out about your company, while also directing more consumers to view your website. If utilizing these resources correctly, your business will be able to gain sincere recognition to win over hearts, minds, and wallets!

Dedicate time to communicate and engage with customers each day. Take advantage of free social media platforms to secure online visibility, to establish a loyal fan base and to increase brand awareness.


Understanding Technology

Some people have not kept up with technology and the direction it is heading. That is okay, but the rest of the world is still moving forward. Some business owners typically argue that a website is unnecessary to invest in and that they know best. Sorry, but did anyone ever teach you about targeting the millennials –the market that is the product of macroeconomics?! We play a huge role in emerging technology. Respect that we know what we are talking about when it comes to online visibility and marketing through the latest technology trends. Be open to change.

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You may be surviving now without a website, or with your current one, but it comes down to the fact that in the future, you will either redesign or become irrelevant. Take your pick.

A modern, interactive and well designed website can be the competitive advantage that sets you apart from opponents. Grab our attention, then our money. However, a website is just a website if it is not optimized for search engines.

Having optimized content on the website will ensure that it is consistently showing up in search results returned from Google, Bing, and Yahoo. It may be easier to hire an SEO specialist than to try to understand the 200+ factors that go into proper optimization of a website to increase page rank and search visibility online.

Networking Events & Meetups

If done appropriately, attending business networking events can be the key to an effective marketing strategy for your business. The purpose of the events is to build mutually beneficial relationships with professionals in a variety of industries. Since word-of-mouth is the strongest form of advertising, regular attendance at these groups will increase the credibility and value of your company.

Making it a priority to become a member and be present at each meetup may connect you to major industry influences. It is a given that you will walk away from events with at least one new contact, if not more. Spend time researching groups in the area with high success rates in closed business from referrals.


Every week, I attend a local Business International Networking (BNI) group that provides support to business owners in exchanging referrals to one another. Each member passes around business cards and presents a 60-second pitch about their company. BNI is an excellent way to strengthen current relations with clients, and develop new relations with professionals who have similar business goals.

I also became a member of Home Building Association of Richmond (HBAR), a non-profit group that advocates at political levels for the home building industry. To contribute to the success of one’s business endeavors, HBAR holds networking socials and helps educate the community about their mission.

Find similar networking groups to these in your area that relate to your company, and you will be set up for success!

Staying ahead of the game can be a challenge for business owners. Combining the resources I have mentioned can be time-consuming and expensive, but well worth it in the long run. A strong logo on print materials, a secured presence in social media, an optimized website, and representing your business at networking events are the best ways to increase awareness of your business.


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